1. The Lessons of Lady Gaga Stefan Buchanan, Michael Busch, Brandon Aselage, Emily Cingolani

2. Background • Lady Gaga: born Stefani Germonatta • 23 years old • Graduated from Manhattan’s Convent of the Sacred Heart School • Left the music program at New York University to pursue her music career

3. Music Accomplishments • Nominated for five Grammy Awards: including record of the year • Won “Best Dance Recording” for Poker Face • Won “Best Electronic/Dance Album” for The Fame • Debut album generated four #1 songs • Topped digital record sales for 2009 with 15.3 million tracks sold

4. Changing the Music Industry • Lady Gaga: product of a new kind of recording contract • Lady Gaga is inspired by glam rock musicians such as David Bowie and Freddie Mercury, as well as pop music artists such as Madonna and Michael Jackson. • Focus on visual theatrics, fashion, and global appeal • Developing trends in the music industry: digital phenomenon, 360-degree view, and the next Madonna

5. Digital Phenomenon • Almost all digital sales are through iTunes downloads • Music obtained free and legally • Free streams via YouTube and MySpace • Traditional versus New Age

6. 360-Degree View • Over the last decade major record label companies have cut work force by 60% • This is had lead to a change in the type of relationship between artists and their labels • In the new 360 deal, labels invest more money up front in exchange for a percentage of merchandise sales, tour revenue and other earnings made by the artists

7. The Next Madonna • Darling of mainstream media – like Madonna • Gaga’s persona has helped her touch many subcultures • Songs are simple and easy to sing along to – even for people who do not speak English • Trend will not last forever – change her persona in order to adapt